Pengaruh E- Service Quality Dan E- Trust Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh E- Satisfaction Pada Marketplace Shopee Di Solo Raya

Abstract

A The research method used is a quantitative approach with data collection techniques through distributing questionnaires The development of information and communication technology in the last two decades has driven a fundamental transformation in the world of global trade, where digital transactions through e-commerce platforms now increasingly dominate people's consumption patterns. This research is intended to examine how e-service quality and e-trust impact e-loyalty, with e-satisfaction acting as a mediating factor among users of the Shopee marketplace in Solo Raya. The impetus forthis study arises from the necessity of fostering customer loyalty in a rapidly evolving e-commerce landscape. The sample comprised 103 individuals who are regular users of Shopee. The purposive sampling method was employed for selection, and data analysis was conducted utilizing Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS software. Findings from the research reveal that e-service quality positively and significantly influences both e-satisfaction and e-loyalty. Similarly, e-trust has a substantial and positive effect on e-satisfaction and e-loyalty as well. Additionally, e-satisfaction significantly and positively affects e-loyalty. The mediation analysis reveals that e-satisfaction partially mediates the relationship between e-service quality and e-loyalty, indicating that high-quality e-service can enhance customer loyalty through improved customer satisfaction. Conversely, e-satisfaction does not mediate the effect of e-trust on e-loyalty, suggesting that customer trust in Shopee can directly foster loyalty without relying on customer satisfaction. This research highlights that enhancing e-service quality and bolstering customer trust are crucial strategies for cultivating customer loyalty in the marketplace. Moreover, customer satisfaction is essential in reinforcing the connection between e-service quality and customer loyalty. The findings from this study are anticipated to provide guidance for the development of digital marketing approaches and further investigations into consumer behavior on e-commerce platforms.